•HENKEL SPIC INDIA LTD - LEADING FMCG•JOINT VENTURE BTW TN BASED PETRO PRODUCTS LTD & GERMAN BASED HENKEL•PRODUCTS- SOAPS & DETERGENTS•ANNUAL TURNOVER IN2002 – 345 CR•FOCUS AREA – PRODUCT & BRAND –RESTRUCTURING

Henkel Spic India Ltd

Product Mix Of Henkel

Cosmetics Detergents Dishwash

Fa Mr White Pril (Liquid)

Margo* Henko Pril (Bar)**

Why they chose Pril (Bar) for expansion??

Powder category was stagnant Pril liquid catered to higher end consumersBar category was in GROWTH stage of PLCConsumption of bars in the market 1,20,000 tons in urban market 1,50,000 tons in rural marketFew competitors Vim Nirma

Product Mix Strategies

Expansion of Product Mix Increasing the depth in the dishwash

category by introducing a bar variant of Pril

Expansion was done with a related product of the same brand i.e., Pril bar.

Product - Pril (Bar)

Segmentation- Western region(Major User)Positioning – cleaning formula enhanced with

vinegar grease removerPrice - Rs.14 for 400gmAvailable in two variants -lime based -orange basedAdvertising strategy

fa

Deo Soap Talc

SuccessfulNon-performers

Hindrances for relaunching fa

Southern Market had a higher Brand Preference

Also more inclined towards herbal products.

Fa’s relaunch

Alteration product mix Redesigning or adding features of existing

products - change in product formula -packaging -communication(marketing channel)

A new chapter!!!!

Margo was acquired from Shaw wallace Why Margo?? -herbal soap

Expansion of brand Margo

Skin care

Talc Body lotionCold cream

Schwarzkopf

Premium hair care productAvailable in 500 salons in metros onlyCompititotrs -L’Oreal -WellaSegment profile -Demographic:high disposable income -Geographic: Metros

SWOT analysis